Case Study Category: Innovation

When Dr. Seema Yasmin’s YA debut, Unbecoming, was set to release in the wake of Roe v. Wade’s overturn, we knew it could become a powerful touchstone in public dialogue about reproductive rights. But with early book bans threatening its reach, we needed to think beyond traditional book publicity. Instead of solely focusing on mainstream media, we developed a strategic, rogue PR campaign that directly engaged reproductive rights organizations, activist book clubs and social media influencers to elevate Unbecoming to more than just a novel — it became a conversation starter.

Leveraging Book Bans as a Marketing Hook

Before Unbecoming even hit shelves, it was already facing bans with certain retailers. Rather than allowing this to hinder promotion, we leaned into it. Crafting campaign angles around the idea that a medical doctor’s book was “banned before it even released,” we caught the attention of journalists, bloggers and activists. Media outlets like The Mary Sue and The San Francisco Chronicle ran features not just about the book itself, but about the broader issue of book bans affecting stories centered on reproductive rights and LGBTQ+ identities.

Connecting with Activist Organizations and Book Clubs

Rather than relying solely on book reviewers, we sought partnerships with reproductive rights groups, knowing they would be a crucial audience. This led to Unbecoming being championed by The Religious Coalition for Reproductive Choice, which organized a virtual event with Dr. Yasmin. And other organizations like the Morristown Unitarian Universalist Fellowship, Advocates for Youth, Planned Parenthood and various National Organization for Women (NOW) chapters shared their support in wanting to amplify the book’s message.

We also worked directly with activist-led book clubs, such as the Prairie Abortion Fund Book Club, ensuring Unbecoming found its way into the hands of passionate readers ready to discuss its themes in a meaningful way.

Harnessing Social Media and Influencer Advocacy

A key part of our strategy involved identifying BookTokers and Bookstagrammers who were receptive to the book’s message, then providing them with review copies and key messaging points to share with their audiences. The results were powerful — highly engaged posts (such as this post and this feature), passionate reader discussions and thousands of views amplifying Unbecoming’s impact.

We also leveraged highly targeted podcasts, such as Stories Are the Best Way to Break Through Stigmas, where Dr. Yasmin discussed the role of fiction in shaping cultural conversations around reproductive rights.

The Lasting Impact of a Targeted, Advocacy-Driven Approach

Our unconventional approach led to Unbecoming breaking out beyond the typical YA audience. Not only did we secure national media placements, but we also further positioned Dr. Yasmin as an industry authority in the conversation around reproductive rights.

Dr. Yasmin’s campaign proves that when publicity is aligned with activism, books can become catalysts for real-world change.

Michael Wolk’s DevilsGame wasn’t a book – it was an innovative cyber fiction experience that merged immersive storytelling with elements of online scavenger hunts and augmented reality gaming (ARGs). This bold new format challenged traditional publishing conventions, and our campaign had one clear goal: to creatively present this groundbreaking project in a way that inspired readers and influencers to engage with its unconventional format.

Creative Strategies for an Unconventional Format

Promoting a story unlike any other required a particularly unique approach. We collaborated closely with Michael’s team to first define DevilsGame’s genre and format, carefully crafting messaging to introduce “cyber fiction” to both traditional readers and tech-savvy audiences.

To generate buzz, we also designed an interactive unboxing experience for influencers, complete with creative swag that reflected the book’s cyber themes. We included a detailed guide to help fast-track participation with DevilsGame. The box was designed to generate curiosity and engagement, both for recipients and video viewers – and it worked.

Building Curiosity and Engagement

The campaign translated DevilsGame’s ambitious concept into tangible excitement. Media placements such as Authority Magazine and the

spotlighted Michael’s innovative storytelling. Influencers like Megan Noel Opava, Josee Reads and Book Reviews by Taylor shared unboxing videos, while glowing reviews from platforms like The Perfect Read (“This book was unlike anything I’ve ever read”) and Go Fetch a Book (“This was the coolest concept of a book that I’ve ever experienced!”) praised the immersive, multi-platform narrative. Once they engaged with DevilsGame, reviewers consistently praised the story’s originality (“DevilsGame isn’t like anything I’ve ever read before“) and propulsive narrative (“I’m telling you… you need to check it out.”).

A Blueprint for Future Storytelling

By embracing the unique nature of DevilsGame, we successfully communicated its unconventionality as its greatest strength. The combination of a creative press kit, targeted media outreach and influencer engagement helped readers take a leap of faith into this bold new format, proving that audiences are ready for innovation when it’s introduced with care and enthusiasm. By successfully bridging the gap between traditional publishing and immersive digital storytelling, we demonstrated that even the boldest ideas can find their audience.

Who says you can only publish the same book once? In the right circumstances, re-releasing a book (or a collection) with fresh updates – a new cover, foreword, chapter or other additions – can give your work a new lease on life and attract an all-new audience.

We were thrilled when the team at Hirsch Giovanni approached us to help promote the re-release of author Fritz Peters’ books. A pioneer in LGBTQ+ literature, Peters was a bestselling author in 1951, but by 2024 his name and work were largely unknown. Hirsch Giovanni wanted Peters to get the recognition he deserved for breaking barriers in queer visibility, and we were honored to partner with them.

A Strategic Re-Release with a Modern Touch

Hirsch Giovanni was an excellent partner in publicity: they designed stylish new covers for Peters’ collection, worked with director William Gazecki to develop a documentary centered on Fritz’s life and work, and included a new preface by acclaimed queer author, poet and critic Jack Parlett. These updates – as well as their savvy decision to republish all of Peters’ works in June for Pride Month – gave us plenty of hooks to approach the media with a great story on this “resurrected” author and innovative publisher.

The Impact: A Resurgence in Literary Recognition

Thanks to a targeted publicity effort, Peters made a literary splash yet again, nearly 50 years after his death. Publishers Weekly released a major feature on his republished works, both in print and online. Critics loved Peters’ work and began circulating positive reviews online. Once again, Peters’ work prompted analysis and discussion of queer rights, both past and present.

A book’s “shelf life” does not have an expiration date: with a savvy publicity campaign and refreshed design, your work can find and will reach audiences for decades to come!

Media outlets receive dozens of books on a weekly — sometimes daily — basis. We knew we had to make our media mailing for Ann Stampler’s YA thriller How to Disappear stand out to get attention, so we got creative! 

This edge-of-your-seat thriller follows a teen named Nicolette and her race to escape a hitman, so we decided to re-create both the hitman’s “hit packet” from the book, as well as the disguise kit used by the protagonist.

Our media mailing included a copy of the book, a personal note from the author, and two large, special envelopes. The first envelope read “Are You the Hunter?,” and included the hitman’s info on Nicolette as described in the novel: “photos” of Nicolette and her house, her “driver’s license” and a checklist of her personal information. (Yes, we created these things!) The second envelope read “Are You the Hunted?,” and included Nicolette’s disguise kit (complete with sunglasses and a tube of hair dye!), the fake ID she uses in the novel, a road map and a “room key” to the hotel she stays at in the book! 

The mailing received a lot of love and attention from the media, who responded warmly to the book (instead of tossing it in the “to read” pile). After the mailing, we were thrilled to see How to Disappear featured multiple times on Buzzfeed (which tweeted a photo of the mailing!), Bustle, B&N Teen Blog, USA TODAY Happy Ever After, Hypable, Heroes and Heartbreakers, PopCrush and more! 

A little extra imagination helped ensure that Ann’s incredible novel won’t “disappear” off the best teen reading lists!

When setting up a launch event, the most obvious choices are local indie bookstores – and they should be prioritized and celebrated. But also thinking out-of-the-box (or out-of-the-bookstore) can lead to great opportunities!

Cole Williams’ Dr. Brainchild and Radar: A Popcorn Discovery is about a young scientist uncovering the power of the microwave. Such a unique book deserved a unique launch event. We researched and pitched children’s museums in Cole’s area, knowing that these venues already have large built-in audiences of children and parents who are interested in science. 

The Bakken Museum was thrilled to host Williams, and the launch event (personally tailored to reach Cole’s target audience of STEM-interested kids) was a huge success. After the launch, the museum decided to stock the book in the gift shop, and also invited her to participate in the “Women in Science” event that spring! 

With a little creative planning, you may find that offsite venues can help you reach your target audience better than ever!

Poetry for children can be a niche market, and a few famous names dominate (we’re looking at you, Shel Silverstein and Dr. Seuss). But Brett Fleishman’s poems for young readers are so funny and charming, and we wanted to plan something special to help his work stand out. 

After requesting that he write a unique poem for “Take Your Child to a Bookstore” Day, we shared it with hundreds of indie bookstores, along with a custom poster. The independent bookseller associations nationwide shared it with thousands of people via their email lists and social media, and the story and poem were picked up by and featured in Shelf Awareness! 

We also put Brett in front of his target audience by connecting him with ReadBoston, an organization which arranges school visits for authors across the city, and coordinating speaking events for him with the Boston Children’s Museum and the Boston Children’s Festival. We even partnered him with the Lowell Spinners (a local minor league baseball team) so that Brett could collaborate with them on an official promotional poem about the team! 

Establishing Brett’s brand by connecting him directly with his most important audience–kids!–was our primary goal, but we didn’t stop there. We coordinated coverage for him with Kirkus, the Midwest Book Review, Book Riot and influential children’s book bloggers.